Ryder Cup Europe and the PGA announced this week that SAP, the world leader in enterprise applications and AI for business, have signed a new global partnership agreement for the 2025 and 2027 editions.

SAP becomes a worldwide partner of the Ryder Cup

© Ryder Cup

Established in 1927, this biennial competition pits 12 of the best professional golfers from the United States and Europe against each other in a head-to-head match-play format. It has become one of the world's largest sporting events, captivating millions of spectators across the globe. The partnership agreement will see SAP become a Worldwide Partner for the 2025 edition in Bethpage, New York, in September, as well as for the 2027 edition in Adare Manor, Limerick, Ireland.

SAP, Europe's largest company, has a long history of partnering with some of the world's biggest sports teams, leagues, and organizations to optimize their business processes.

This partnership will enable the Ryder Cup to leverage SAP technologies to enhance the fan experience. The SAP Customer Data Platform will unify fan data from multiple sources to create a single fan profile. SAP Emarsys Customer Engagement will then use this data to deliver personalized content through various marketing channels. SAP Datasphere will harmonize customer and business data, enabling visualization in SAP Analytics Cloud, where it will be transformed into actionable insights. Together, these solutions will help the Ryder Cup better understand fan behavior, drive engagement, and deliver personalized experiences at scale, while paving the way for future AI-powered innovations.

As a Worldwide Partner, SAP will benefit from significant brand visibility on the course, in global television advertising, and in the Ryder Cup Village through fan-centric experiences. SAP will also collaborate with the Ryder Cup's award-winning content team on social media campaigns.

Christian Klein, CEO of SAP SE, said: “ At SAP, we believe in the power of technology to enhance the fan experience, and this partnership allows us to bring that vision to life for millions of golf fans around the world. By integrating our customer data management and engagement solutions, we will create a more personalized and seamless experience—on and off the course. We look forward to helping the Ryder Cup set a new standard in fan engagement. »

Guy Kinnings, CEO of the European Tour Group, added: “ The Ryder Cup has always sought to use new technologies to bring fans closer to the action and provide a seamless experience, whether they are on-site or among the millions watching at home. We are constantly looking for new technology partners who can enhance this exceptional event, and SAP's solutions perfectly meet this objective. In return, we will provide SAP with a leading global platform to share its story with a diverse fan base around the world. »

Jeff Price, Chief Commercial Officer of the PGA of America, concluded: “ We are proud to welcome SAP as a Worldwide Partner of The Ryder Cup and appreciate their commitment to delivering an exceptional experience for the thousands of fans in attendance, as well as the many watching at home. SAP is a recognized innovator in sports, helping organizations deepen their analytics and create more personalized engagements. We look forward to collaborating to improve how fans interact with golf's largest team event. »

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